How a Home Garden Brand Replanted Its City Strategy

This Indian brand had long dominated the gardening kits aisle. Its soil mixes, planters, sprays, and grow kits were once favourites among terrace gardeners and hobbyists. But over the past five years, urban growth in the category shifted to a different audience—millennials and Gen Zs buying their first potted plants. These buyers weren’t hobbyists. They were apartment-dwellers nurturing a sense of calm, aesthetics, and self-care. And the brand? It was still speaking in agricultural terms, writing as if to a 60-year-old gardener in a nursery.

The result? Stalled sales, flat engagement, and declining interest. While newer D2C brands sprouted up with Instagrammable packaging and conversational messaging, this legacy brand stayed buried in its expertise. Their content was useful—but unfriendly. They were thorough—but inaccessible. They spoke the language of knowledge, not comfort. And the new wave of buyers simply didn’t hear them.

I mapped a two-phase relaunch. Phase 1 was internal: I created a new tone of voice manual, rewrote packaging, and overhauled FAQs and product inserts. Every word was made to feel warmer and more intuitive. Phase 2 was external: I launched a campaign called #PlantsNeedParents. The idea? Don’t just own plants—care for them like companions. We built a microsite, ran Reels, added plant care calendar downloads, and offered playful quizzes like “What Kind of Plant Parent Are You?”

Instead of listing NPK values, we showed what each product meant in emotional terms. Instead of telling users what not to do, the brand told them what to try. In every execution, the brand started offering comfort, not correction. And urban buyers responded—with affection.